Breakthrough Advertising Hardcover – Unabridged, January 1, 2004

I put off writing about this book until I had read itseveral times. I put off buying it for awhile becauseit's so overpriced.This shouldn't be the first copywriting book you read.I would say you should be thoroughly in the mix as amarketer and hiring copywriters or doing it yourselfto even comprehend this book.It's position a golden key to advertising mastery isprobably deserved. There are insights here which areprofound in their implications.Invaluable resource for serious marketers and copywriters.Not a good investment if you are just starting out. Readall the copywriting classics first... and more than once.Then write a lot of copy. Then get this book and you'llhave a point of reference to understand how the informationhere can make you better.I'm not telling you much about what is in the book. Otherreviewers who are stronger writers than I have alreadytold you what is in it. I'll just say you need a certainlevel of maturity in the way you think and do marketing tograsp the lessons in this book.

This is a rock solid, if challenging, book about writing ad copy from one of the best copywriters who ever lived. It is NOT an easy read so if you're looking to be entertained by a 'personality,' look elsewhere.On the other hand, if you want to dig deep into the subject of copywriting and go beyond the 'paint-by-numbers,' training wheels approach that's so widely taught these days, this is a good book to work with.And 'work with' is the way to look at it.This book is so packed, one chapter could easily give you enough things to think about for a year.By the way, there is absolutely nothing dated in this book.Calling this book dated is like saying Claude Hopkins is dated because he used examples from the turn of the century or that John Caples is dated because he used example from the 30s and 40s.You don't buy books like these for their examples. You buy them for what a highly experienced and successful ad writer has to say about his craft. That being said, this book will probably be too much for readers who want everything 'quick and easy' and need to be entertained.

This is an amazing book. It is a game changer for sure. I bought my copy almost 10 years ago and It was worth every penny. This is an ADVANCE marketing/business book. If you follow, the stuff in this book it can change your business. The information in this book is pure gold and every marketer and business owner needs to read this book and use the knowledge gained from it. It is not an easy read, you will need to have some marketing/copy experience.I highly recommend this book to all and the price they are asking for it, is so worth it. Read it today and beat the competition tomorrow!

A few of the products may have changed. Some of the finer details may have too. Until you understand what has gone before..through the mind and pen of Eugene Schwartz, and others like David Ogilvy and Bob Bly, you cannot begin to make progress with marketing to today's audience. This is the #1, must read for any marketing professional. I think that I'll purchase another copy, while I can, before I wear out the one that I'm using!

I'm not a professional copywriter, but I play one on TV--JK! Seriously, I'm a longtime business owner, and after many years, I'm discovering the leverage that can be experienced by using high-quality, proven techniques. I'm not even finished with it, but I'm already making changes to the writing I'm doing for my own account. By the way, this is obviously a more expensive book than most, and I would say it's WORTH IT....easily! As for me, I wish I'd known about it years ago.

Whether you value this book or not depends on your current knowledge, writing experience and level of desire to become really good.This in not a book for beginners learning the fundamentals of advertising as the title alone could lead one to believe.This book is for the advanced student and creator of copywriting for direct response campaigns. If you are not familiar with "direct response," you are not ready for this book.If you have a thorough understanding of the basics, and you done your share of testing, then you will be ready for this book. It is and advanced study of the science of copywriting and advertising campaigns. This is for someone who has already had some wins under their belt and is now ready to take their skills to the next level.The downside is that this book is not easy to read. It is dry and boring. Expect it to take you a long time to get through and to really grasp it, you should study this like a text book--highlighter in hand and multiple passes at it.

The only marketing book I’ve read twice before finishing once… HIGHLY recommended for copywriters, advertisers, marketers, consultants, and anyone in the golf business.… it’s worth mentioning that 90% of the content I read in this book has never been in the hundreds of other marketing/advertising books I’ve read.Only one person, Michael Masterson, a student of Eugene Schwartz, touches on levels of prospect sophistication and how to approach (and create new) markets based on the prospect’s level of desire awareness.Read it twice... and it's worth every penny... I hesitated for a moment, but very happy I dropped the $140 after reading it!!

It is almost too bad to read. Be warned